Build Intent | Focused Visitors | Made With Intent Help Center

These are the people we want. They are focused and taking their time building intent. They might be refining their selection, still browsing, or evaluating a product - that context is important as it might dictate your strategy. Either way, given they are showing signs of being focussed, your objective here is to keep them focused - support them, no need to add discounting or persuasive cues at this stage. Perhaps just ensure that they will return as they are showing signs of intent. All good.

Remove friction: Distractions

“How do we just take you and get you straight into the evaluation journey (again?), without distracting you”.

Distractions are a form of friction. It’s your job to determine what a distraction is. Are a series of products a distraction? Offers? Customer testimonials? A sale? Getting more insight as to where the user previously came from (a page, or referrer), landed (was it different than the item in their basket) and their last level of intent can all influence what would be considered a distraction.

Consider the last point of entry or previous journey, match that with what the user is trying to do now. This should give you enough context to ask whether the next experience is something that is beneficial to their journey, or could distract them from their job to be done.
For example, if the user has an item in their basket already and they are coming back to the site, is a basket page really necessary? Can you take them straight to the checkout?
Or if someone shows really high intent after they’ve chosen their product that they’re interested in, does showing them alternative products make sense at this stage of their journey? Perhaps this might be better showing complimentary products instead?

Persuade: Add Reassurance

Proactively provide information on delivery options, return policies, and warranty details to address any logistical questions or concerns that may arise during the final stages of the buying process. This is all about the logistics of the purchase. Think not just about “when” the customer will receive their order but “how”. What questions might they have about “what happens if I’m not in, or a neighbour receives my package, or it’s broken in transit” - who is supplying the package (eg. DPD) can provide clarity and confidence in any logistic communication.

Execution Examples:

Amend your content to address these potential concerns, place within the FAQs is one thing (design for everyone). But specifically calling these pieces of content out at a stage of purchase is another. Consider replacing your USP bar messaging for more logistical purchase decision than brand orientated. Consider organising your reviews to be more about the logistics, or taking some select reviews that discuss this and provide that to the user in some form.
Clearly communicate the range of payment options available, including buy-now-pay-later schemes and various digital wallets, catering to the shopper's preferences and potentially easing financial hesitations.

Persuade: Attempt to build relationship

Adding a personal touch through live chat or tailored offers can significantly enhance the perceived value of the deal. Personalisation fosters a sense of exclusivity and attention, making the customer feel valued and understood. Do you know their name at this stage? (there’s a lot within a name, just see how Starbucks use names within their coffee business).

Imagine a physical retail scenario where a customer heading towards the exit is given one last compelling reason to stay and make a purchase. This mindset should be mirrored online, treating each user as an opportunity to re-engage and offer something so compelling that it convinces them to complete their purchase. Without wanting to sound crude, but shoving something in their face like a popup, feels unnatural and not pertaining to the behaviour we want to exhibit as a retailer. How can you save a relationship at the dying moments?

Encourage return: Save for Later

Implementing a 'save for later' function can address the non-committal behaviour of your audience, particularly for those that are just “wish listing”. By offering them the option to save their choices and revisit them, you create an opportunity for engagement beyond the current session. In exchange for saving their wish list, requesting their email allows for follow-up communication, keeping your brand at the forefront of their minds.

Execution examples:

Consider adding an email exchange for users who want to save their item for later and reusing this information within your CRM
Consider using your basket as a save for later function rather than separating the two